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UA COMM 318 - THEORIES OF PERSUASION
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COMM 318 1st Edition Lecture 3Outline of Last Lecture I. Attitudes & The Attitude-Behavior Controversy Outline of Current Lecture II. Conditioning and LearningIII. General Types of Conditioning/Learning TheoriesIV. Types of Conditioning Current Lecture(3)Thursday, January 29, yCONDITIONING & LEARNINGI. Conditioning and LearningA. attitudes are learned in multiple waysB. learning: a relatively stable change in behavior that results from prior experiences C. conditioning: to cause to respond in a specific manner to a specific stimulusII. General Types of Conditioning/Learning TheoriesA. behavioristic (S-R)1. people are regarded as reactive victims of external rewards and punishments with nofreedom of choice or capacity for self-direction2. attitude and behavior change occur automatically, without conscious human awarenessB. cognitive (S-O-R)1. human cognitive and interpretive processes shape external reality and determine our responses to the environment2. free will is critical III. Types of ConditioningA. CLASSICAL (PAVLOV)1. occurs when a connection is drawn between two events in the environment2. the main idea is that a UCS(Unconditioned Stimulus)-CS(Conditioned Stimulus) pairing is created and eventually the CS alone elicits the UCR (which becomes the CR)• the CR is the result of conditioning rather than of an inherent link between stimulus and responseThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.3. STEPS in classical conditioning • UCS= a stimulus that is connected inherently or by prior conditioning to someresponse (salivating by eating)• CS=initially neutral (meaningless) stimulus (bell)• if the CS and UCS are presented together, after a period of time, the CS alone elicits the UCR—which is the termed the CR (Conditioned Response) ex:UnConditioned Stimulus- FOODUnConditioned Response- SALIVATION (food naturally causes dog to salivate)Conditioned Stimulus- BELL (bell and food are presented together)Conditioned Response- SALIVATION (over time, through pairing, the bell alone also causes the dog to salivate)ex:Classical Conditioning & Persuasion (Rollback Man Sale)UCS=Smiley FaceUCR= Positive AffectCS=“Rollback” SaleCR=Pairing the smiley face with a “rollback” sale leads to a positive evaluation of the saleB. classical conditioning & attitude formation1. attitudes might be acquired by classical conditioningex: attitude toward a sports teamUCS=your friendUCR=positive evaluation of your friendCS=particular sports team (teams logo on hat)CR=pairing of your friend wearing a hat with a team logo-over time-leads to a positive evaluation of the teamC. classical conditioning & persuasive messages ex:UCS= rattlesnakeUR=fear/painCS=down power linesCR=response to rattlesnake (fear/pain) is evoked by the down power lines D. higher-order classical conditioning 1. works the same way as classical conditioning 2. however:• a conditioned response is transferred to a different conditioned stimulus 3. STEPS in higher-order classical conditioning• CS= “rollback” sale• prior to previous conditioning, the notion of a “rollback” sale was meaningless• CR=perception of value• CS=paired and presented together• CR=positive evaluation of the value of an itemE. higher-order classical conditions & persuasionex: “value” menu itemsCS=“value”CR=positive evaluationCS=menu itemCR=pairing of the word “value” with a food item leads to a positive evaluation of the items


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UA COMM 318 - THEORIES OF PERSUASION

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